A content network is a system that allows ads to be displayed on third-party websites, apps, and videos that have joined the network. Compared with search advertising, it has a markedly lower cost per impression and per click, but a fundamentally different nature: the user is not searching for anything at that moment, so direct conversion rate tends to be low. It makes sense for building awareness, for re-engaging previous visitors, and for products with a longer decision process. A key task is managing placements – without excluding low-quality websites and apps, the budget is quickly spent on random clicks. It is therefore worth monitoring the placement report and continuously adding exclusions. Performance is judged by its contribution to overall results, not by direct last-click conversions.
See also: Ad placements, Brand safety, Remarketing.
